Most entrepreneurs and small business owners will think of an idea for a business and instantly start marketing it before even creating a brand. Why is this a bad idea? For a few reasons so let's get right to it!
What is a Brand?
A brand is the personality of a business. It's how you want others to feel when looking at your marketing and especially when working with you. Do you want people to feel empowered when working with you? Maybe you want them to feel comfortable and confident. Or maybe you want them to feel energized and fired up! That's a part of your brand.
Why Create a Brand?
It's important to create a brand because it allows you to stand out from your competitors and attract your ideal clients. Once you determine how you are different than others and who you want to specifically work with it will be much easier to receive clients than to put yourself out there if you worked with everyone doing everything. Just think of how confusing that can be for you let alone your audience. You want to feel aligned with your business not chaotic.
Standing Out From Your Competitors
One of the main reasons why it's so important to know how you want people to feel is because it helps you stand out from your competitors. I'll use myself as an example. I am a brand photographer and strategist who helps women feel confident in themselves and their brands to attract their soul clients. I especially help those in the wellness and spiritual industries as well as online coaches. Since I am constantly sharing how important it is for my clients to feel confident and comfortable working with me as well as photos of women who are in these industries I am standing out from other brand photographers who do not have this focus. There are other brand photographers who focus on product photography... that's not me. There could be other brand photographers who work with manufacturing that's not me. There might even be brand photographers who don't focus on making their clients feel comfortable and confident during their photoshoots. But I do. That's how I can stand out from my competitors.
Attracting Your Ideal Clients
In the end you want to attract your ideal, or as I like to say, soul clients. Everyone is not meant to work with you and you are not meant to work with everyone. It's important to know who you want to specifically work with because if you work with them you will be happier doing what you do. Just think about it. If you work with clients that resonate with you and can build a true relationships with you how much easier you'll job be. In the end it will hardly feel like work because you are actually enjoying yourself. I find myself resonating with wellness and spiritual entrepreneurs the most and every time I work with them I feel like I'm able to give them my best because of that. I understand them more and therefore, I'm able to bring their vision to life.
How to Create a Brand
There's a lot that goes into creating a brand. Everything from determining what it is that you do and how you do it differently than others, who you want to work with, what your brand represents, your logo, colors, and fonts, how you want others to feel and I go over all of this with my clients in my Inspired by HER Brand Strategy program. Every brand is unique, as they should be, but one thing that I share with every single one of my branding clients, whether it's for photography or strategy, is the fact that they are their brands. Not sure what that means? Let's wrap up with that thought!
You Are Your Brand
As an entrepreneur and small business owner it is important to remember that you are your brand. That means anything that makes you, you, can be brought into your brand. That doesn't mean everything needs to be in your brand, I believe in boundaries, but there are certain things that can be included that make sense to you. Why is that? Because it will help you resonate and build relationships with your audience. It's so important to resonate with your audience because if they like what they see and feel like they really connect with you they could turn into clients! Having that human to human connection is so important when it comes to building relationships with others.
Some ways you can do this is by sharing who you are outside of your business. Maybe you love to do yoga or be outdoors. Or maybe you're a dog mom and would love to share that. Either way just sharing who you are can make a huge difference. That's why getting in front of the camera and having your own brand photoshoot is so important. Showing your face as a part of your brand gives people an idea of who they would be working with and what your personality looks like. Brand photography can make such a difference when it comes to adding that personality to your brand.